Tim Hortons is testing dark-roast coffee in central Ohio

Wednesday

Always known for its coffee, Tim Hortons is testing a new dark roast at its 80 central Ohio locations with the possibility of adding it to its lineup in the rest of the United States and Canada.

Always known for its coffee, Tim Hortons is testing a new dark roast at its 80 central Ohio locations with the possibility of adding it to its lineup in the rest of the United States and Canada.

It’s the first time in the Canadian company’s 49-year history that it will try a new coffee blend.

If you’re a fan of Tim Hortons Original coffee, don’t worry. That blend isn’t going anywhere.

“We’re always talking to coffee drinkers,” said Dave McKay, vice president of beverages at Tim Hortons. “We know they appreciate choice and variety, so a dark roast is a natural addition to our coffee portfolio.”

Tim Hortons Dark Roast is made from Arabica beans from Central and South America, said McKay, who would not specify the countries for proprietary reasons.

“The roots of our brand are in coffee,” McKay said. “We are coffee experts. We have coffee masters within our organization. We own our own coffee-roasting facilities. So coffee is a big part of the brand’s DNA.”

Tim Hortons began testing the dark roast on Monday at all of its central Ohio restaurants, including non-traditional locations at places such as Port Columbus, said spokeswoman Brynn Burton. Testing begins on Monday in London, Ontario.

The company will offer free samples of its new blend from 11 a.m. to 2 p.m. on Nov. 12 at a tent outside Nationwide Arena, Burton said.

Central Ohio is not only a well-known test market but also was home to Tim Hortons from 1992 to 2006, when the brand was owned by Dublin-based Wendy’s. Tim Hortons still maintains its U.S. headquarters in Dublin.

Likely as a result, Columbus is the chain’s third-largest U.S. market, behind Detroit and Buffalo, with more than 140 stores.

Tim Hortons doesn’t want to lose those customers by replacing their favorite cup of joe, so instead, the company is considering this a second house blend.

“I think Tim Hortons offering a darker, bolder brew gives alternatives to consumers who seek that without alienating its core base, which is typically dedicated to ‘nonburnt’ coffee roasts,” said Timothy Powell, a Dublin-based principal of food- and restaurant-research firm Technomic.

Tim Hortons’ coffee could be one of the reasons for its rank of 61 on a list of the world’s 100 Most Loved Companies by opinion-research firm APCO Insight. Starbucks, by comparison, came in 96th, and Dunkin’ Donuts, perhaps Hortons’ chief rival in the U.S., didn’t make the list.